Strategic Marketing & Budgeting


A phase in the strategic marketing management process is budgeting. A budget is a formal, quantitative  expression of an organization’s planning and strategy initiatives expressed in financial terms. A well-prepared budget meshes and balances an organization’s financial, production, and marketing resources so that overall organizational goals or objectives are attained.

An organization’s master budget consists of two parts: 1) an operating budget, and 2) a financial budget. The operating budget focuses on an organization’s income statement. Since the operating budget projects future revenue and expenses, it is sometimes referred to as a pro forma income statement or profit plan. The financial budget focuses on the effect that the operating budget and other initiatives (such as capital expenditures) will have on the organization’s cash position.

In addition to the operating and financial budget, many organizations prepare supplemental special budgets, such as an advertising and sales budget, and related reports tied to the master budget. Budgeting is more than an accounting function. It is an essential element of strategic marketing management.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.

Disambiguating Cash Budget


Most people plan expenditures for food, clothing, and other needs on the basis of expected income. Along with these short-term plans, many individuals and families use income estimates to plan for long-term activities, such as college expenses, the purchase of a house or car. This process of planning for the financial needs of the future is called budgeting. A budget, whether formal or informal, is a plan for utilization of anticipated resources.

The budget of a business serves much the same function as an individual or family budget. Like a personal or family budget, a business budget plans the expenditure of anticipated funds for immediate and long-term goals.

One budget common to both large and small businesses is called the cash budget. The cash budget is a detailed plan showing how cash resources will be acquired and used over a specific time period. For many companies, this time period is monthly for the first three months of the budget period, then quarterly for the remainder of the year. A typical cash budget is composed of four major sections:

  1. The receipts section. This section consists of the sum of the opening cash balance and estimated cash receipts for the budget period. For many firms, the major source of cash receipts is sales.
  2. The disbursement section. This section consists of all estimated cash payments for the budget period. Examples are payments for labor and materials, taxes, equipment purchases, and advertising.
  3. The cash excess or cash deficiency section. The entries in this section represent the difference between the totals of the receipts section and the disbursements section. If receipts are greater than disbursements, there is an excess of cash. If receipts are less than disbursements, there is a cash deficiency.
  4. The financing section. This section gives an account of any borrowing or loan repayments projected to take place during the budget period.

While the cash budget is useful to all companies, it is especially helpful to small firms because management can exercise more control in matching income with disbursements, in negotiating loans with the most favorable interest rates and terms, and in planning investments when there is an excess of cash.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please contact www.asifjmir.com